The theme of business taking responsibility for its actions is at the heart of this television commercial. The TV campaign uses the example of Robert Oppenheimer, father of the A bomb, who famously acknowledged his responsibility for a potentially world destroying activity.

Context

To overcome the apathy of businesses in recognising that climate change is a business issue.

Philosophy/Solution

The single minded proposition is for the audience to accept responsibility and take action.

Results

The campaign achieved an overall recall of 67% amongst target audiences with the primary message perceived as 'climate change is a business issue'.
38% of all audiences are significantly or slightly more likely to take action.